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Creative Director

Creative director, with a specialty in producing brand campaigns. With extensive training and experience in safety, weather forecasting, first aid, route planning, location scouting and avalanche safety, Abby is often sought after for her ability to produce in remote locations. With over 12 years of experience as a producer, director and photographer, Abby is no stranger to adapting to varying-sized projects and crew. Often joining teams at the concept stage, Abby leads the execution of a well-rounded launch including visuals, storytelling and strategy.

Professional photographer, creative director and producer specializing in the outdoor industry. Creating content with purpose, I marry visual assets with strategy and measurable KPIs. 

Over 12 years of experience as a professional photographer with a focus on international campaigns for the outdoor apparel and hard goods sector. A specialist in remote location and action sports photography. 

Experience producing and directing commercials, branded short documentary films, and photoshoots with a keen eye for both the fine details and overarching brand objectives. Art directed in collaboration with other photographers, videographers, directors of photography and producers while managing talent.

Over eight years of copywriting experience for editorial, ad campaigns, brand identity, press and web copy.

With a focus on strategy, I deliver detailed strategic media plans, outlines, reviews and best practice guidelines for brands looking to amplify their brand presence and community involvement.

Splitfest Organizer:  A cornerstone event for connection and for fundraising for Avalanche Canada. Curate speaker line up, organize, produce, provide all copy, web design, promotional management and brand activations + donations.

Teaching: Create and develop curriculum with the Avalanche Canada team to deliver presentations to students from grades 1 through 12 on avalanche awareness, safety, and education across the Sea to Sky and Lower Mainland. Curriculum including handson scenarios, field trips, and in-class presentations and activities as well as designated question and answer time. Class size ranging from 10 to 500. 

Speaking: Share debriefs, forecasts, presentations, and at times personal experiences with adults in a  variety of gatherings to further their awareness and skills related to backcountry travel. Groups include BC Mountaineering Club and other outdoor clubs or formal AST Level 1 classes.  Events include indoor and outdoor seating with durations between 20 minutes to 2-day clinics with 15 to 400 attendees.

Avalanche Canada Contracted Position

Translate consumer insights, market research, and marketing objectives into clear creative strategies and effective content calendars.

Lead and direct the creative team (including contractors) in the production of all brand content and initiatives.

Set and measure against KPIs and perform frequent debriefs to ensure achievement of marketing objectives and foster continuous improvement.

Work closely with multidisciplinary project teams including e-commerce, retail, digital, and brand.

Hands-on copywriting, photography, video producing and graphic design work.

Develop athlete and ambassador team for community development and to open new niche markets.


Achievements to date:
Complete rebrand including new 100% #2 recyclable packing.
Develop a new flavour launch plan + produce video.
USA market launch creatives + strategy.
Launch on Amazon.ca
Development of Roadshow demo event series.
Developed consistent brand expression for HOLOS in new movements through conceptualizing projects from start to finish with a strong brand voice filter.
Growth of brand into over 500 retail locations and increased email revenue 200%

• Associate Editor of SBC Skier 2018 – 2019 
• Promoted to Editor in Chief of Snowboard Canada Magazine in 2019 
• Took on Editor in Chief role at SBC Skier in 2020 
• Associate editor responsibilities include the digital publication of SBC Skier, client crossover 
between digital and print, blending the roles of print and digital editor for efficient time 
management, client relations. Technical writing, editing of others  work, and  creating  a  
strategic timeline as well as providing feedback and input on the print direction working 
under the editor. 
• Efforts were recognized by the promotion to Editor in Chief at SBC Skier’s sister publication, Snowboard Canada Magazine. 
• Subsequent success of Snowboard Canada Magazine allowed for Editor in Chief role to be extended to SBC Skier Magazine.
• Editor in  Chief responsibilities includes managing a team of writers, photographers,  videographers, graphic designers and contributors while working alongside an in-house ad sales team and reporting to the publisher. Relying heavily on existing relationships and developing new ones to create a cohesive publication. Oversee big picture goals of the print and digital publication while directing and delegating with the team as well as being open and friendly towards new ideas and adapting to the changing publication landscape. Social media and associate editors also report to the editor in chief

Editor In Chief

• Après Lager: Contracted media manager for a  launching beer brand.  Conceptualized videos, ads, and photoshoots. Art directed videos and shot photography. Developed an ambassador team and hosted photoshoots, retreats with them. (2015 – 2018) 
• Gibbons  Whistler:  Contracted content manager to run all social media platforms and blogs.  Responsible for planning and photographing  25%  of social media needs and outsourcing the rest.  Also responsible for managing all blog writers,  editing blog copy, and sourcing images.  SEO  and writing skills were required to achieve the desired blog results. (2015 – 2019) 
• Photography  Workshops:  Weekend long courses with up to twenty attendees focused on learning a variety of different photography related topics including business development,  composition, mountain-specific imagery, and advanced photography techniques. Feedback and reviews included. (2016 - 2020) 
• Agency Work: Contracted photo and writing work for ad agencies including Cloud9 Marketing, Origin  Design, Wheelie Creative, and Socialutions. Involved with the client, strategy, and execution as well as some design work. (2014-2020) 
• Split Social: Founded a community based biannual event that gathers split boarders for education purposes in 2015, with the help of Arc’teryx, G3gear, and Extremely Canadian. Goals include building a better community to increase communication and have a safe experience for all backcountry users in the Sea to Sky region. The event has hosted over 80 guests per session, with over 150 attendees annually from 2015 through 2020. 
• Arc’teryx Ambassador: Community speaker, event planner, community resource, media strategist, spokesperson. (2016 – 2020) 

Additional Creative Art Directing Experience (2014 – 2020) 

Student

· Aid and critique students’ photography work
· Care and maintain digital & film cameras, software, studio & studio equipment and printers
· Extensively trained in digital processing with the Adobe Suite

Photo Lab Technician

· Teach weekly fitness class for students and faculty with routine progression
· Knowledge of history and current development of Pilates with special focus on breathing, flexibility, strengthening and toning muscles
· Class routine prep as well as teach in accordance with music and grooming standards of BYU-I

Fitness Instructor - Pilates

· Data entry and invoice management
· Directing calls and incoming information
· Worked closely with graphic designers for development of the website and advertisements

Personal Assistant

· Organized over 300 students into various snowboard and ski classes
· Over saw attendance and helped in the distribution of grades for students
· On location emergency personal

Snowboard/Ski Class TA

Find out detailed information about Abby Cooper, Creative Director in Squamish, British Columbia

Abby Cooper: Creative Director in Squamish, British Columbia

Abby Cooper